CCTV's "Finance Weekly" report: A few days ago, the British research company Euromonitor Information Consulting released the global home appliance brand rankings. Philips ranked first in the global home appliance industry with a market share of 5%, and Midea Group ranked the world with a market share of 4.6% Second in the home appliance industry, Haier, another well-known home appliance company in China, ranks fifth in the global home appliance industry with a 3.4% share.
　　At the same time, another list is also going viral on the Internet. Thomson Reuters Derwent released the top ten global innovation companies in the field of home appliances in 2015. There are three companies in China on the list, namely Midea, Gree, and Haier, ranking first, second and third respectively. Among them, Midea Group has the most outstanding performance, ranking first in the innovation list with 5,427 patents.
　　The release of the two lists has changed people's existing perceptions to a certain extent. For a long time, people tend to think that Whirlpool is the world's home appliance leader, but now it's better to see Philips perform better. However, this is not the highlight. The highlight is the collective rise of the Chinese Legion in the global home appliance market, which has made the world look at it with admiration.
　　Take Midea as an example. Its global market share of 4.6% is quite close to Philips's 5% market share. It is easy to think of "when Midea will surpass Philips." This is indeed the case. In recent years, European and American veteran home appliance companies have performed dull, and Philips' relative competitive advantage has been declining; in the Chinese market, people have rarely seen Philips brand home appliances. From the perspective of development trends, Philips is not optimistic about the future. It is attacked by both Chinese and South Korean companies, and the room for continuous growth is very limited. Judging from the market performance of the Chinese Household Appliances Corps, it is a high probability event that Midea and Haier will surpass Philips in the next three years.
　　The patent performance of the China White Electric Corps is particularly worthy of attention. The sharp increase in the number of patents reflects that the Chinese white goods giants have continued to promote product/technological innovation over the years and are bearing fruit. At the same time, it shows that the Chinese white goods giants are moving from a marketing-led enterprise to a technology-led enterprise, and this is precisely the inevitable path for the growth of most international companies.
　　How important are technology and patents to enterprises? Let me give you an example: Huawei is the most proud enterprise in China. It is precisely because of its strong technological innovation ability that Huawei has made it. In the early morning of May 25, Huawei filed an intellectual property lawsuit against Samsung in the Northern District Court of California and the Intermediate Court of Shenzhen, China, demanding compensation for its infringement. Just a few days ago, Apple, the world's most famous technology company, just paid a huge patent fee to Huawei. It is reported that in 2015, Huawei licensed 769 patents to Apple.
　　Therefore, the patent performance of the Chinese white power giants is most worthy of our applause. This is one of the important reasons why I am optimistic about the future of the Chinese white power giants.
　　In the past five months, the performance of China's white power giants has been amazing.
　　On January 15, 2016, Haier Group of China and General Electric (GE) Group of the United States simultaneously announced that the two major companies have signed a memorandum of cooperation, promising to develop global strategic partnerships. Qingdao Haier, a listed company under Haier Group, has paid 5.4 billion U.S. dollars. Integrate GE's home appliance business. In the future, the two companies will play a synergistic effect to jointly create an innovative enterprise for consumer home appliances.
　　On the evening of March 30, Midea Group issued an announcement stating that after negotiation between the two parties, Midea intends to acquire an 80.1% stake in Toshiba's white goods business with its own funds of approximately 53.7 billion yen (approximately US$473 million). In this transaction, Midea will obtain 40-year global authorization of the Toshiba brand, and more than 5,000 home appliance-related patents, as well as Toshiba's home appliance markets, channels and manufacturing bases in Japan, China, and Southeast Asia.
　　On May 18, Midea Group issued an announcement stating that Midea intends to increase its shareholding in KUKA in Germany through a voluntary tender offer, increasing its current indirect ownership of KUKA from 13.5% to more than 30%. The announcement also stated that the two parties will work together to develop general industrial robot technology, logistics and service robots in the future. Midea is committed to maintaining the independence of KUKA and its status as a listed company in Germany, and is committed to investing in KUKA's employees, brands, intellectual property rights and facilities. On May 25, Midea Group held the twelfth meeting of the second board of directors, which reviewed and approved the "Report on the Tender Acquisition of KUKA" and other proposals related to the acquisition.
　　If you count the acquisition of Zhuhai Yinlong New Energy Co., Ltd. by Gree Electric Appliances, which is under negotiation, China's three major white power giants are all actively promoting merger and acquisition expansion strategies.
　　The Chinese white power giants unanimously promoted cross-border and cross-industry acquisitions, which can be regarded as a concentrated explosion of accumulated energy in the past years. The Chinese white power giants finally came to the eve of transformation from a Chinese famous brand to a world famous brand.
　　There is truth in comparison. In recent years, white power companies in Europe, the United States, South Korea, and Japan are almost indistinguishable from their Chinese counterparts. Old-brand traditional white goods companies in Europe and the United States are not as capable of product innovation as before, and even many companies have no intention to stay here for a long time and invest a large number of orders to Chinese companies. For example, Omar is the Chinese company that has received the most orders for refrigerators from EU countries. Although South Korea’s two major home appliances still dominate the global color TV championship and runner-up positions, they are not very competitive in the white TV field, at least in the Chinese market. Japanese home appliance companies are collectively retreating. For example, Sanyo and Toshiba have sold their white goods business. Will there be more Japanese home appliance companies "selling themselves" in the future? We do not rule out this possibility.
　　From the perspective of the global situation, only the Chinese white power giants still show an upward trend, which is very different from the white power industry of other countries on the defensive. This is the main reason why we continue to be optimistic about the white power industry in China.
　　Today, China's white power industry has reached a critical point, and one step forward is the world brand. After years of painstaking efforts, China's mainstream white power companies have finally reached the moment of collective explosion.
　　In the first half of the year, the three large-scale international mergers and acquisitions that took place on the two major white power giants of Midea and Haier are signals that can be interpreted from multiple angles. This scene is easily reminiscent of the large-scale expansion of Japanese companies in the global market 30 years ago. That expansion finally made the Japanese company's strong position in the world and Japan's position as the world's second largest economy for many years. .
　　I firmly believe that in the next 3-5 years, at least one truly international company will be born in China's home appliance industry. This company is likely to be born between Midea and Haier.
　　The Chinese era of global white goods is coming.
　　According to reliable sources: In June this year, one of the three major white power giants will have a new big move. The specific content is not yet known, but it must be based on the international layout.